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Evidence is provided that common sense representations of common illnesses involve five components: (1) a label; (2) consequences; (3) a time line; (4) a cause; and (5) a cure. The last two components, attributions for getting sick and for getting better, can be conceptualized along the familiar dimensions of stability, locus, and controllability. The content of schemas for one's most recent illness are shown to have small but significant effects on changes in health locus of control beliefs but not on preventive health behaviors. It is suggested that if people consistently employ the same schemas for every disease they experience, then cumulatively schematic processing could have very large effects on health beliefs and health behaviors. It is further suggested that if the same illness schemas are employed when major diseases are encountered, then schemas based on the experience of minor illnesses could have dramatic and much more immediate effects on morbidity and mortality.

The concept of value placed on health is very important in several different theoretical approaches to the study of health behavior. In practice, however, health value is generally assumed to be universally high rather than being directly measured. If this assumption is incorrect, then theories that include health value have rarely been adequately tested. This paper presents a short 4-item Likert scale designed to measure the value placed on health. Norms from the utilization of this scale in five different samples are presented. Health value is found to increase with age among girls, but the increase apparently stops by late adolescence, before full adult levels of health value are achieved. Middle-aged women place a higher value on health than do middle-aged men, although no comparable sex difference appears in a sample of undergraduates. Consistent with theoretical predictions, both health locus of control beliefs and beliefs in the efficacy of certain preventive health behaviors correlate more highly with the performance of those same behaviors 5 to 9 months later among respondents who place a high value of health relative to those who do not value health so highly. However, this interaction is found only when it can be safely assumed that health is the primary value underlying the behavior. The importance of considering a variety of values in addition to health as possible motivators of preventive health behavior is stressed.

A simple method is presented for measuring people's illness cognitions--their common-sense representations of common illnesses. Data were collected from 1,628 different respondents who described a recent illness form 1 to 3 separate times over a 17-month period. A free-clustering task performed by a set of naive participants confirmed that these cognitions fall into the five components that have been previously noted: identity, time line, consequences, cause, and cure. These five components are found to be reasonably stable over time and across different illness episodes. Several consequences of these illness cognitions, in terms of changes in health-locus-of-control beliefs and different propensities to visit a doctor, are also noted. Specifically, controllable attributions for getting sick and personal responsibility attributions for getting better are associated with increased beliefs in Self-Control Over Health and decreased beliefs in Chance Health Outcomes; people with strong Identity and Cure components in their common-sense representations of common illnesses have a greater propensity to visit a doctor when feeling ill.